FOOD MARKETING USE AND ABUSE

Savina Martinova

Abstract


The misuse of marketing in the food and drink sector is the use of misleading information in advertising and misrepresentation of the product for sales purposes. Various methods are used to mislead the user and they are often not mentioned in the ad. The most common practice is the use of the packaging, and in particular the label, to provide misleading information about the product concerned.

This study examines some of the practices of consumer confidence abuse in food and drink sector, such as technological food and drink supplements, the “no sugar” labels, non-fat products with the “light” label, whose name carries a message of healthier choice, but content is often at odds with this understanding. The concepts of “bio” (organic) and “natural” are considered, the meaning of which is often confused by users, which gives the scope for unfair and misleading commercial communication. Another category described are beverages with large inscriptions “100% natural” and their long-established image of healthy products.

For the successful realization of a product in the interest of the producers is the observance and the surveillance of ethical norms and transparency in their marketing strategy and commercial communication in accordance with all the norms of the public health. In order to achieve these goals, it is necessary to apply complex practices through legislative measures, self-regulation, national policy for better information and, last but not least, awareness of the choice of consumers and foodstuffs.

Keywords


marketing, advertising, label, abuse, food, drink, consumer confidence, health

Full Text:

PDF

References


Banabakova, V., V. Velikov, K. Levkov, P. Lakov, Turisticheski pazari // izd. SED “Chista priroda“, Pleven, 2017.

Boyanova, B., P. Lakov, S. Nencheva, Regionalna integratsiya na turisticheskite resursi chrez marketingovi programi // „Sotsialno-ikonomicheski analizi“, 2018 / Tom 10 / Broy 1. VTU “Sv.SV.Kiril i Metodiy“.

Valchev, N., P. Lakov, Natsionalna i regionalna agrarna politika // izd. SED ”Chista priroda”, Pleven, 2016.

Grigorova Z., E. Arabska. Vazmozhnosti na biologichnoto zemedelie za opazvane na biologichnoto raznoobrazie i postigane na ustoychivo razvitie. Sp. Novo znanie, god. II, br. 1, yanuari – mart 2013, s. 136-145.

Davchev., A. Upravlenie na uelnes protsesite v Balgariya /prez prizmata na turizma i hranitelnata industriya/. UHT Plovdiv 2017.

Lakov, P., Aspekti na regionalnata agrarna politika na Balgariya za perioda 2014-2020 // Godishnik, Tom III, 2015, AI na VUARR, str. 145-183.

Lakov, P., Kachestvo na turisticheskie uslugi // AI na VUARR, 2015.

Shopova I., Z. Grigorova, S. Timareva, 2015. Ustoychivo turistichesko potreblenie produkti. Sb. Nauchni trudove na SUB Plovdiv, seriya A, t. I, s. 112-115.

Davchev, A. 2015. Management of SPA and wellness processes in the system of the Bulgarian tourism industry. Fourth international scientific conference Climate change, economic development, environment and people conference - Regional development of Central and Eastern European countries, Conference Proceedings Vol. 2, p. 340-346.

Davchev, A., 2017. Wellness concept as a reference point for a change in the relation „business organization - market – consumption. IV. IBANESS Congress Series – Russe / Bulgaria, 440-447.

Grigorova, Z., S. Ivanova, I. Shopova, 2015. Gourmet Tourism in Bulgaria - 5th International Conference of Economic Sciences and 5th Climate Change, Economic Development, Environment and People Conference of the Alliance of Central-Eastern European Universities Kaposvár University – Kaposvár – Hungary - 7-8 May 2015, p. 449-457,

Lakov, P., B. Boyanova, S. Nencheva, Regionalization of Tourism Activity and Marketing Strategy in Bulgaria, International Balkan and Near Eastern Social Sciences Congress Series-Russe/BULGARIA, April 8-9, 2017, str. 197-204.

http://babh.government.bg/

http://www.mh.government.bg

https://www.ama.org/

https://www.food.gov.uk

https://www.nss-bg.org/


Refbacks

  • There are currently no refbacks.


New knowledge Journal of science Jubilee edition is financed by the National Science Fund of the Republic of Bulgaria – contract № ДНП 05/52 от 22.12.2016 in the competition of Bulgarian scientific periodicals – 2016

The contents of this publication do not necessarily reflect the position or opinion of the National Science Fund of the Republic of Bulgaria. The opinions expressed are those of the author(s) only and should not be considered as representative of the National Science Fund’s official position.

https://www.fni.bg/

National Science Fund of Bulgaria